“We want to make sorting and recycling as easy as possible for our customer. A study we carried out last autumn showed that three in four customers considered written sorting instructions easier to understand than symbols,” explains Timo Jäske, Vice President of Sustainability for K Group's grocery trade division.
Until now, K Group has used both written sorting instructions and symbols on the packaging of its own brand products, but now it will replace all symbols with written instructions.
There are over 3,000 Pirkka, Pirkka Parhaat and K-Menu products in total, all which will require updated packaging sorting instructions. The instructions will be printed on the packaging in both Finnish and Swedish, and will detail how different parts of the packaging – for example a cardboard box with a plastic cap – should be sorted.
Most packaging will be updated by the end of 2022, and consumers will see the updated packaging on store shelves as old packaging is gradually phased out to avoid waste.
One of the objectives of K Group’s sustainable Packaging Policy and Plastics Policy is that all Pirkka, Pirkka Parhaat and K-Menu own brand product packaging will be either recyclable, reusable or biodegradable by the end of 2025. To ensure efficient recycling, K Group has committed to including clear and simple instructions for sorting and recycling on the packaging of its own brand products. K Group stores in Finland also host over 400 Rinki eco take-back recycling points for customers.
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